Share of Search as an Innovative Success Metric:
The pandemic resulted in volatile and unpredictable levels of demand in the travel sector. The result is that brands were unable to see whether they were being successful when looking at only their own internal numbers, which often reflected the ebbs and flows of the market rather being an accurate read on marketing effectiveness.
We introduced a relative success metric, Share of Search, to act as a success metric and a proxy for market share. This analysis allowed us to see which travel brands were winning and losing, and when we overlayed this data with ad spend and Share of Voice for ITG brands and their competitors, the drivers of market share growth became clearly visible.